Assignment # 1

Iqbal – ID 349-2018
Indus University
MARKETING MANAGEMENT
MBA – Third Semester
Submitted to Prof Maria Batool
Date: 31st March, 2019

“Marketing emphasis consumer orientation as well satisfaction in order to maximize profit. However
marketing concept is taken in terms of selling and advertising? Distinguish marketing with selling and
advertising within the context of Pakistani environment”

Difference between Selling and Marketing

Selling is an action which converts the product into cash, but marketing is the process of meeting and
satisfying the customer needs. Marketing consists of all those activities that are associated with product
planning, pricing, promoting and distributing the product or service. Selling focuses on the seller needs
whereas marketing concentrates on the needs of the buyer.

Selling

Many people define selling as “manipulating people” into buying. In reality, selling is something altogether
different.

Selling is any transaction in which money is exchanged for good or service. During sales negotiation, the
seller attempts to convince or “sell” the buyer on the benefits of their offer. But of course it depends if
the buyer wishes to strike a deal.

The buyer gives the seller and agreed upon amount of money in exchange for the seller’s product/services.

Selling is actually the act of persuading.

Like when we walk in the departmental store such as Hyper and Imtiaz, we see several products on
different aisles/shelfs and you might only pick those items which you intend to buy according to your
needs. However, the store is actually trying to sell everything which is in their inventory. Every salesperson
is trying to sell you something in that store.

Advertising

Advertising is a marketing tactic involving paying for space to promote a product, service, or cause.
Actually the promotional messages are called advertisements, or Ads in short. The ultimate goal of any
advertising is to reach people, give awareness about your company’s products/services and entice them
to buy.

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 Iqbal – ID 349-2018

Selling and Marketing Advertising

APPROACHES

- Personal visits. - Less personal

- Direct contact, sales representative - Non-personal form of promotion
- Emails, letters, calls, visits - One way communication
- Magazines, newspapers, billboards,
television, internet, radio, social media.

Selling and Marketing Advertising

OBJECTIVES

- Can compare features with competitors
- Emphases on product.
- Make an immediate sale.
- Building Relationships.
- Educating customers
- Product, Price, Place, People, Promotion.
- Creating market for new and existing
products and building brand image.
- More and more sales.
- Identify customer needs.
- Creating such a product that sells itself.
- Use to create attention, desire, interest
and action in general public.
- Use headlines or noises to attract the
readers or listener attention.
- Can be used as tool of offering discount.
- Create awareness towards a particular
stuff.

Selling and Marketing Advertising

FREQUENCY

- More in frequency - Less in frequency

- Visit customers - No visit or single meeting
- Long term - Short term

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 Iqbal – ID 349-2018

Advertising and Sales Campaign of Telenor

Main theme of the campaign

JO HAR PAKISTANI CHAHE…..

ADVERTISING CAMPAIGN

Objective:

There are two main objectives of this campaign is to increase sales and introduce new 4G service in
Pakistan, as they were late in launching this service in Pakistan and they were facing more marketing as
well as competitors pressure to show their existence and keep their users updated through new 4G
services.

Hence, Telenor’s main purpose was to sustain their current customers and introduce new service 4G.

Modes of Advertisement

They applied both ATL (above the line) and BTL (below the line) activities by using different modes for
their advertising campaign for example: TVC, Magazines, Newspapers.

Message:

Telenor’s invited all the Pakistanis to share their moments, experiences with other Pakistanis and
connected them through #hashtag activity on social media through Facebook, Twitter.

You must have come across Telenor’s ad “Jo Mein Chahoon” which focuses on the boring, clock-in-clock
out run that most people are stuck in, all the while gently highlighting the feeling of being ‘lonely in the
crowd’ using the good old slow-motion technique.

Outcome:

Touched a lot of People’s heart and people showed positive responses as a result of this Ad campaign
and definitely it’s a Yes for me too.

- It created brand awareness

- New 4G service introduced successfully.

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 Iqbal – ID 349-2018

SALES PROMOTION
Objection:

To create sales pitch and take the competitive advantage by using different technique and showed people
their connections through their new 4G service.

Modes of Sales Promotion Campaign

Several teams were made to interview different people all over Pakistan to provide them the chance to
show their experiences and inspirations of their life story.

Message:

The basic purpose was to interact with general public through different interviews and connect their
ambitions with Telenor’s ambition.

Outcome:

People liked this technique and Telenor received a positive response through the public. They received a
good response from there stockholders too as they received good PR.

Media Outcome:

They received a positive and heart touching response in form of 2million likes and 1.7m impressions.

7,443 people shares their TVC and more than 3,000 comments on their TVC.

Telenor had also won 4 awards for their successful advertising campaign from PAS (Pakistan Advertising
Society) in 2017.

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